Murtaza ali

20-11333

Advertising jeans to teens

Creative brief
Product: Starting off my own company called T&M, and products are jeans for men straight fit, skinny
and slim. For woman jeans are flared, skinny, cigarette, high rise. Basically following the latest trends
using different fits and colors and focusing on the quality to be best among other brands, the quality will
speak volumes for itself, we will follow the minimal classic looks which can worn throughout the year.

Objective: Is to create brand awareness as I’m just starting the brand it is necessary to create brand
awareness using different techniques like PR, ads, through the use of social media so everyone knows that
there is a new brand coming. Also making use of demand stimulation by mentioning positive features of
the brand and its products through newspaper, magazine articles, blogging and use of media preferred by
the target audience

Target audience: Target market is teens and adults, age ranging from 17 to 40, these are the people
who like to lead and have a sense of achieving something in their life. They like to create a positive
impact on lives of others and society, they are definitely not lazy and have a strong presence where ever
they go, they are the ones who take control of their lives

Background information: T&M is a new start up created by two friends, they strive to bring the
highest quality clothing products in Pakistan especially jeans which are their main product. The brand is
committed to designing and bringing the quality products which speak volumes and reflect boldness and
fearlessness.

Message theme: It is to encourage and inspire people to become the best version of their selves while
looking extremely elegant and classy, and message is to be uncompromising when it comes to your vision
and mission in life be unshakable and confident. Telling the audience that if they wear our clothes (jeans)
they will have to be brave in their lives and take control of it, they will act and feel confident using our
brand

Constraints: the only constraints we have is to push our message across our audience and make them
realize what we stand for especially people here in Pakistan, next we have is our competitors which are
outfitters, Levis, stoneage, breakout etc. creating a market share for ourselves will be difficult but not
impossible as people like to try new things and when they try our product they will guarantee stick to it
because the quality will speak for itself.
1. What companies provide primary competition for your jeans ?
Jeans designer companies which already have firm market share in Pakistan market like outfitters, levis,
breakout, stoneage etc. are primary competitors for my brand, but it is not impossible to make your own
market share in the industry as many new brands have come up in the recent years and made a following
for themselves some successful others not that much, but through proper integrated marketing plan we
will be able to make a name for ourselves and then carry onwards with our vision to provide best quality
clothes.

2. Which media will you select for the next campaign?

I am going to market my product line by advertising directly to target audience in the media through
which they consume advertising. Market my denim as a more affordable and much better quality
alternative to mainstream choices, detailing the tailoring skills, options for customization and the quality
of the denim company uses. To appeal to college/university students, for example, approach them in
person, join in their events like what levis did in UCP Taakra they had their own stall in the university
selling jeans and be more interactive with the youth telling them if they want to get the jeans they have to
earn it by maybe playing different games, this direct marketing approach will be used for the younger
segment of the market that we are targeting; secondly we will be focusing on social media advertisement
because the recent rise in e commerce sector in Pakistan as every brand has its own website where they
sell online clothes so another main focus will be doing online promotions and boosting the face book and
Google ads for our brands because smart phone is the main source of information for the youth and young
adults. Next I will advertise on billboards so people know a new brand has arrived, I cut down costs on
limiting the TV and radio ads as less and less youth are inclined to it in the recent years. So a lot of
marketing will be done through direct marketing and focused on building a brand image that you have to
a leader to wear this brand.
3. How do you plan to deliver the message theme in the advertising campaign?
Message theme will be delivered by using strong visuals and using symbols which represent courage,
bravery, leadership etc. and I will use celebrity endorsements not through famous actors but through
people which have achieved something big in their lives and people who are trying o make Pakistan a
better place and making us proud for example celebrity endorsements will be done through our national
heroes, unsung heroes which are not given importance, famous people who are taking part in volunteer
drives, public/inspirational speakers like Umair jaliawala, Muniba mazari, sarmad tariq etc. , people who
have made us proud in international world like students who are given 1st prizes for different
competitions. These are the type of people who I will use so my message of brand goes clearly through
audience
4. Describe your advertising program in detail
First I will do the Situation Analysis in order to recognize strength, weakness, opportunities and threats
present; it is to analyze the customer, competitor and the strategy they are using. So I will asses’ current
position of the brand I know it’s a new one so I will advertise heavily for a month or two on social media,
billboards, TVs so that brand awareness is created than I will decrease the advertisements and focus
mostly on social media advertisement. As the famous saying goes first impression is the last impression I
will use the best ad agency to produce my ads which are in line with vision of the company which will
help me in the planning best mix of media for advertisement and will broadcast the ads effectively. I will
also effectively make use of ATL and BTL and focus mostly on BTL in city of Lahore first, I will
advertise to the whole country of Pakistan but only selective cities starting with Lahore and building a
brand image from here. Celebrity endorsements of national heroes as discussed above will be used.

5. What tag line will you use?

As per with the vision of the company, which supports positivity and courage tagline i will chose is

“Courage, confidence, commitment” or “Make your presence”